The Hollie gown, from Grace Loves Lace, has been pinned a whopping 2.5 million times, and has unsurprisingly sold out since launching in 2013, with more than 2,000 of the handmade dresses purchased by brides.

According to Harpers Bazaar Australia, the company’s founder Megan Ziems created and named the signature dress for her sister.

Its popularity was hugely boosted by Millie Mackintosh, who changed into the gown for her reception when she married Professor Green in 2013.

Although Grace Loves Lace has now stopped making the design, the new Hollie 2.0 is virtually identical, and there is already a list of 700 brides willing to splash £1,300 to be part of the Hollie phenomenon.